There is no doubt in my mind that Waitrose’s decision to pilot sales of locally grown produce outside its own brand will be eagerly watched on the High Street,

Identification of regional foods is not new. Clyde Valley tomatoes, Blairgowerie raspberries, Yorkshire rhubarb and, if the Channel Islanders will permit themselves to be put in the same category, Jersey Royal potatoes and Guernsey tomatoes have always commanded interest and often held a premium.

More recent initiatives have included Cornish potatoes and I have a somewhat hazy recollection that a Welsh dragon featured on packaging in Cardiff - possibly relating to leeks.

But while these have appeared on shelves they have not generally been associated with any specific group of producers, and as result it could be argued they have become little more than brands of origin.

At the many conferences I have attended over the years, retailers generally have sung the praises and seen the advantages of near-sourcing.

The benefits in the public mind are that such action supports the community, saves on food miles and provides a fresher product - all good reasons to shop.

So why is it that up until now very few supermarkets have grasped the nettle?

Certainly I do not imagine the instigation of local sourcing is easy. The reasons against given both privately and publicly by some of the biggest names in retailing over the years have been many and various.

If my memory serves me well, they have included the view that central distribution systems are not sufficiently sophisticated and that small growers would not be prepared to meet the required quality standards.

But some head offices also fear that branch managers could turn into loose cannons and find themselves saddled not just with the responsibility of ordering, but be drawn into the quagmire of wastage, delivery notes and ultimate payment to suppliers.

However, times have moved on. Sourcing local organic and conventional products on a seasonal basis can be seen as a response to farmers’ markets, which were unheard of 20 years ago. And it reinforces the image that Waitrose seeks to promote, namely that it cares beyond food.

This latest move is hardly re-inventing the wheel, but the result may drive retailing along a new path.

Topics